Homebase deletes 'tasteless' Prince tweet

UK DIY store chain Homebase has been accused of bad taste for publishing a promotional tweet for the brand that contained #RIPPRINCE.

Homebase deletes 'tasteless' Prince tweet

News of Prince’s death yesterday led to a huge amount of comment on social media, many accompanied by #Prince, #RIPPrince or #PrinceRIP.

Homebase’s customer service team published this tweet this morning:

The tweet was later deleted after it was heavily criticised for exploiting the singer and musician’s death for its own marketing purposes:

— Kelly Sotherton (@KellySotherton) April 22, 2016

Others  had a more mocking response:

— Lee.T.Stoker (@leetstoker) April 22, 2016

Homebase was not immediately able to respond to a request for comment. The tweet had been deleted within two hours of it being posted.

In the US, cereal brand Cheerios and food company Hamburger Helper have also deleted their 'tributes' to Prince after coming in for criticism.

A version of this article originally appeared on prweek.com.